Grp Digital Media Planning & Buying 19 02 08 B

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Cours GRP Mediaschool Hugues Rey 2009 Digital

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Grp Digital Media Planning & Buying 19 02 08 B

  1. 1. GRP MEDIA SCHOOL 'Advanced' “Media Strategy in a changing world” DIGITAL Hugues REY - 18th of February 2009
  2. 2. Agenda – What’s in it for me ? Digital Communication Consumer Centric 19/2/2008 25/3/2008 Web Markets are Conversations Mobile Mass Customerization IDTV 2.0 Online Media Planning Social Media Performance Tracking User Generated Content Future of Advertising Engagement
  3. 3. Digital Impacts Everything Single Source – Multi Devices ! Web • In / Out Browser Digital OOH Mobile Content TV
  4. 4. ONLINE
  5. 5. 60 % of Surfers - 33% of Growth in 5 years ! (44-54 yo + SC56) 70% 120 Average pop. 12+ 115 60% 110 50% SC 5-6 45-54 Index Evolution 2008 vs 2007 105 NIELSEN IV 40% NIELSEN III MEN 35-44 SC 1-2 100 DUTCH 12-24 30% NIELSEN I FRENCH Average pop. 12+ 25-34 NIELSEN II SC 3-4 95 WOMEN NIELSEN V 55-64 20% SC 4-5 90 10% 85 65+ 0% 80 10 20 30 40 50 60 70 80 90 100 2003 2008 % Coverage 2007
  6. 6. Major Progression of e-Banking – Newspaper - Web TV – e-Shopping … Rise of Social Networking 28 PC-BANKING 15 2008 25 FILES-PROGRAMS 2003 18 24 READING NEWSPAPER 13 19 MUSIC 13 10 14 GAMES 12 CHAT/BLOGS 12 12 E-SHOPPING 4 10 WATCH TELEVISION 3 69 JOB VIA JOBSITE 8 SOCIAL NETWORKING… 5 DATA SUBSCIBER (BY… 23 TO INVEST
  7. 7. Business & Communication Channel Comscore Belgium 10/2008 Average Average Average Daily % Reach Minutes per Visits per Visitors (000) Visit Visitor Total Internet : Total Audience 100,0 2.279 28,9 36,7 1 Google Sites 84,9 1.624 4,2 27,3 TOP 25 2 Microsoft Sites 78,2 1.381 13,4 21,4 3 Belgacom Group 34,5 178 3,4 4,1 4 Telenet Sites 34,5 208 2,5 5,1 • Google : 85% Cov. 5 NETLOG.COM 32,8 488 19,0 16,1 6 eBay 31,5 165 9,1 4,5 • 6 Non Media 7 Wikimedia Foundation Sites 30,6 133 3,0 3,1 8 Yahoo! Sites 30,3 180 5,9 5,7 9 FACEBOOK.COM 25,3 250 10,0 11,3 • 1 Non Belgian adpt 10 Corelio 23,8 175 1,4 6,9 11 De Persgroep 21,5 195 3,8 9,9 12 SanomaWSOY 20,1 75 1,3 2,5 •Yahoo ! 13 Apple Inc. 18,7 109 2,6 1,3 14 VRT Sites 17,1 100 7,2 5,0 • 2 Banks ;-) 15 Kapaza 15,8 104 11,6 5,3 16 Orange Sites 15,4 71 3,3 2,9 17 BNP Paribas 15,2 122 6,9 5,7 18 Truvo International 14,4 40 2,7 1,8 19 Adobe Sites 13,6 39 2,0 1,9 20 2dehands 13,5 75 8,8 4,6 21 CBS Corporation 13,1 45 3,2 2,1 22 Arcandor AG 12,4 51 3,8 2,6 23 Fox Interactive Media 12,2 48 4,2 2,7 24 Vlaamse Media Maatschappij 11,9 46 3,0 2,6 25 KBC Group 11,8 81 8,1 4,7
  8. 8. A Landscape in mutation (Metriweb 11/2003 – 10/2008) Out: Portals In : Social Network - Web Tv - Dailies 2003 2008 Monthly Monthly Rk Regular users Rk Regular users 2008/2003 M S N Belgium 1 2.370.931 M S N Hotmail 1 5.053.270 /// Skynet 2 1.496.044 M S N Belgium Website 2 3.837.858 162% Telenet Breedband 3 814.599 Skynet Website 3 2.864.716 191% M S N Member Directory 4 984.291 HLN.be - 7sur7.be Website 4 2.325.784 - Belgacom Net 5 515.721 NETLOG 5 2.171.720 - Infobelcom 6 455.388 VRT media 6 1.780.157 /// Tiscali 7 453.820 Het Nieuwsblad 7 1.696.202 Pages d’Or - Gouden Gids 8 622.252 Pagesd'or - Gouden Gids 8 1.622.408 261% De Standaard Online 9 325.289 Zita Website 9 1.421.514 175% Start Be 10 490.034 SKYROCK Website 10 1.396.947 - LookNmeet 11 296.096 Kapaza 11 1.370.916 - Le Soir en ligne 12 260.906 2dehands.be - 2memain.be 12 1.353.640 - Tijd Net 13 197.193 De Standaard Online 13 1.083.329 333% Vdab 14 274.345 Immoweb 14 888.843 414% TV1 15 254.050 Vlan Website 15 856.124 /// VTM 16 337.338 Dailymotion 16 849.645 - Références.Vacature.com 17 340.766 LeSoir.be Website 17 740.178 284% Sport.be 18 198.653 De Tijd Website 18 737.045 374% Scarlet 19 176.801 RTL INFO 19 720.573 /// Gazet van Antwerpen 20 177.636 CommentCaMarche 20 717.296 Rendez-Vous (fr) 21 124.717 Gazet van Antwerpen 21 667.116 376% Immoweb 22 214.606 GARAGE TV 22 617.296 - Ad Valvas 23 218.252 SeniorenNet 23 610.346 Place.to.be 24 148.178 koopjesnet.be 24 608.074 DH Net 25 133.094 Zoom in TV 25 607.836 -
  9. 9. Less Traditional Browser – Less « PC » centric Single Source – Multi-Device Less Traditional Browser Less « PC » centric Example: Widgets Multi-Device Access: – interactive virtual tools that provide single-purpose services such as showing the user the latest news, the current weather, a dictionary, a map program, a calculator, photo viewers, … or Lottery Latest Infos (see later)
  10. 10. Search explosion – How Big is it ? (http://googleblog.blogspot.com/2008/07/we-knew-web-was-big.html) GOOGLE OFFICIAL BLOG “We've known it for a long time: the web is big. The first Google index in 1998 already had 26 million pages, and by 2000 the Google index reached the one billion mark. Recently, even our search engineers stopped in awe about just how big the web is these days -- when our systems that process links on the web to find new content hit a milestone: 1 trillion (as in 1,000,000,000,000) unique URLs on the web at once!”
  11. 11. Google Universal Search Pictures Wiki News Youtube Google Universal search will accelerate the convergence of multi-support media & communication strategies
  12. 12. Dedicated Search
  13. 13. Rise of Social Channels Communication Self Expression Personnal Collective Media Intelligence Content Production
  14. 14. Online display… Banner Skyscraper Pop Flash Overlay -up Microsite
  15. 15. …grows up video banners
  16. 16. Search Natural Search Paid-for Search
  17. 17. Email advertising
  18. 18. Online video
  19. 19. In-game advertising
  20. 20. Advergames
  21. 21. Digital advertising hits a sweet spot advertising objectives of various media RADIO Awareness Education (create (create interest through awareness) information) OUTDOOR MAGAZINES line by line DAILIES DIGITAL OUTDOOR supersite OUTDOOR FREE street SHEETS furniture CINEMA DM TELEVISION Image Direct Response (maintain brand, credibility) (cycle of trial, purchase and repeat)
  22. 22. e-Metrics Unique Visitors Impressions Capping – (OTS) Click Click Through [Lead] [Sale] Cost/’000 Cost/Click [Cost/Lead] [Cost/Sale]
  23. 23. Business Model – Risk – Potential Fixed Price • Very Few • Creative Integration • Largest Offer CPM • Premium Offer <-> RON • 2.5 to 100 € (Display) • Less Control … High Volume CPC • Real Value of a click ? • 0.15 € to 1.5 € • Lead Definition ? CPL/A • Shortest inventory • No real control of diffusion
  24. 24. Field for Optimization? Objectives & KPI’s Tools for optimization / Measurement Sales Channel Digital Engagement Impact Study Internal Stats Ad Server Tracking Website Reach # Buyers – Sales - Costs # visitors - # Pages - # Timespent - costs
  25. 25. « Anonymized » Creatives
  26. 26. Creatives
  27. 27. Benchmark other media Effective score 25% Internet (Webimpact) 37% TV (MMIB VTM) 26% Dailies (Full Page) 25% Magazines (Stop Watch Medialogue) 17% Radio (DIVA VAR) 12% Outdoor (COBRA INRA)
  28. 28. Measuring on-line advertising campaigns How do we measure? Thanks to the adserver it is possible to extract various performance indicators : impressions, Interactivity and immediacy of the results ! unique impressions, number of clicks, click The campaign will be optimised throughout the rate, coverage, reach duration of the campaign : how are the sites, positions, formats/ executions are performing? Numbers of internet users exposed to the campaign (Impressions & OTS measured) Campaign Track where they go on Number of clicks on each creative the chiquita website Internet users of the campaign following the click (Clicks & Click rate measured) Number of internet users exposed to the campaign but who did not click on it, but who visited the chiquita site afterwards (possible with the use of “Cookies” – electronic tags)
  29. 29. Measuring on-line advertising campaigns How do we measure? 5. The users is tracked via the adserver during his navigation on the site Agency Ad Server A web user 4. The web user arrives on the page of Patek Chiquita website which is linked with the banner Agency Ad Server 1. Click on an 3. The adserver advertising banner identifies the provenance of the user Agency Etc. Ad 2. The click activates a Server function in the adserver
  30. 30. Standard reporting example - screenshot Reporting – 1 country – Creations / themes split
  31. 31. Ad server tracking Online Banking Example Subscription Confirmation Clicks Demo Landing Info Views
  32. 32. Reporting with post click tracking example Cost / Conversion (Bevestiging Klant) x Website Conversion Average Cost / avg. CTR Clicks bevestiging Cost / Click Conversion MSN 0,74% 10.040 9 0,46 € 513,2 € Tijd 0,46% 537 27 4,65 € 92,5 € Tiscali 0,12% 457 10 4,46 € 203,8 € Skynet 0,29% 2.477 17 2,74 € 399,2 € De Standaard 0,14% 1.485 12 2,54 € 314,3 € Beweb - 3.819 13 1,00 € 293,8 € Total - 23.710 105 1,12 € 253,9 €
  33. 33. Reporting with post click tracking example Cost / Conversion (Bevestiging Klant) x Website Conversion Average Cost / avg. CTR Clicks bevestiging Cost / Click Conversion MSN 0,74% 10.040 9 0,46 € 513,2 € Tijd 0,46% 537 27 4,65 € 92,5 € Tiscali 0,12% 457 10 4,46 € 203,8 € Skynet 0,29% 2.477 17 2,74 € 399,2 € De Standaard 0,14% 1.485 12 2,54 € 314,3 € Beweb - 3.819 13 1,00 € 293,8 € Total - 23.710 105 1,12 € 253,9 €
  34. 34. MOBILE MOBILE
  35. 35. As an introduction Smallest Screen is the Biggest… More mobile devices than PCs and TVs combined. Current rate of four mobile phones sold for every PC. More music phones shipped in 2007 than standalone mp3 players. 20% have internet data plans, 50% say their next phone will have internet. Source: Ansible Mobile
  36. 36. Mobile analogue 2G 2.5G 3G voice voice voice MMS WAP SMS roam SMS
  37. 37. The role of the mobile phone has fundamentally changed Communications device Fully integrated, portable multi-media platform
  38. 38. Mobile: 103 % Penetration … but 3G: 7% only 103 48% % 78% 19% 7% 2% 1% 1995 2003 2008 2006 2008 2010 2013
  39. 39. 2008 : SMS is (still) the killer app ! (CIM MMP 2007) Talk 80 Send/Receive SMS 71 Surf on Internet 11 Send/Receive e-mail 11
  40. 40. 201? : 3G+Smart Phone = Real Internet Mobile ! iPhone Time Usage Breakdown (US Customers)
  41. 41. Mobile : what is mobile marketing now? Mobile Web Messaging Downloads On portal Ringtones SMS/MMS Off portal Wallpaper Alerts Advertising Video Data Capture Search Applications
  42. 42. 2008 - Mobile advertising reality in Belgium Via SMS - MMS (Text & picture) • Pumbby – Blyk • Paid to receive advertising (money – free sms – free minutes) Via « internet » mobile (3G technology) • On portal (Content) – Vodaphone live, I-mode, Orange Word • Off portal – Mobile Optimized websites – Piazzza – Advertiser wap sites
  43. 43. But also SMS2mail …
  44. 44. Mobile Activation Tools / QR Codes
  45. 45. Activation : Mobile + Digital Billboards - BBC Displays Mobile SMS Voting
  46. 46. (ID)TV
  47. 47. More than 1.2 Million IDTV subscribers (Source: Press grabing ;-)) Watch TV when 36,3 I Want Movie on 31,4 Demand Numericable 200 30 More Channels Voo+BeTV 20,5 Internet via TV 500 Electronic Telenet 20,1 Program Guide 19,5 Foot Exclusivity Belgacom TV 15,5 Interactivity 443 14,2 83,5 Email via TV 33 5,7 Buy via TV 2005 (12) 2008 (08)
  48. 48. Interactive TV Related Evolutions Where do we stand ? What Are the Interactive Experience ? Television programs and formats • Engaging Format • Less than 5 % of the Program format use of Interactivity (mainly in the North) Value-Added Services (VAS) • Program (advertising)-related (Red Bouton) • Standalone (Wall Garden Applications) • A limitated number of cases
  49. 49. Useful Details Interview JC de Keyser - 13/03/2008 – Le Soir Digital TV is not automatically equal to Interactivity • quot;VOO et Be TV, par exemple, ne proposent aucune interactivité. La véritable interactivité, , n'existe que chez Belgacom TV et Telenet, lesquels rassemblent actuellement 696 000 foyersquot;. VoD is the first interactive TV « killer app » • en 2007, quot;35 à 36 pcquot; des abonnés ont consommé (et donc payé !) une moyenne de quot;3 à 4quot; programmes à la demande par mois, alors qu'on en était qu'quot;entre 20 à 25 pcquot; de consommation épisodique en 2006.
  50. 50. Belgian Example – Enhanced Programs Telenet & Channels
  51. 51. Already some Cases in Belgium Ford on Telenet Danette on Telenet PUMA on BGC TV (in 2005 on VTM) (March on VTM & VT4) (April 4 & 6 on 11 TV)
  52. 52. Key learnings 1. ITV ads needs the combinaison of audience and interactive platform support • Partnership with broadcasters is crucial • Critical mass is required to attract brands and advertisers 2. If you cannot measure it, you can’t sell it !!! • Campaign have to be accountable (mature ratecard) – cost per lead has to be known 3. ITV ads is only a part of a creative and entertaining media mix 4. Respect some rules : • Cristal clear Call to action / Deliver on that call to action • Lots of videos &Entertainment (or at least entertaining information )
  53. 53. Next Steps in Interactivity ?
  54. 54. The future? A « unique » ad server + … Emergence of « Ad agregators » Ad consolidators will ... Execute ads across ... Apply targeting based on collect many ad formats.... various media behavioral, demographic, opt-in, performances based data .... Global DB of Ad Units Robust Targeting Multiple Execution Endless Optimization
  55. 55. As a conclusion … Where do we stand ? PR ! Fully actionable Communication Channel
  56. 56. Develop a Content Strategy Social Media Broadband Mobile Digital Broadcast Out of Home
  57. 57. Thanks for listening ! Hugues Rey Hugues.rey@mediabrands.be Mobile: +32 496 26 06 88 Messenger: hugues@live.be Skype: Yugsxiii Second Life avatar: Yugs Bournemouth http://blog.fastbridge.be Twitter me: huguesrey

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